Acronis Bolsters APAC Presence with Motorsport Sponsorships

Event summary

  • Acronis, a cybersecurity firm, has partnered with distribution partner LEADER to sponsor Campos Racing (FIA Formula 2 Championship) and Grove Racing in Australia.
  • The activation will occur during the Australian Grand Prix weekend, March 6-8, 2026, with LEADER branding prominently displayed on team vehicles.
  • Acronis will leverage the partnership to engage MSP partners and customers, hosting them during the event.
  • The partnership extends Acronis’ investment in the Asia-Pacific region and aims to showcase cyber resilience in mission-critical environments.

The big picture

Acronis's move to sponsor motorsport teams signals a shift towards experiential marketing and leveraging high-performance environments to demonstrate the reliability and importance of cybersecurity. This strategy is increasingly common among B2B tech companies seeking to build brand recognition and engage with partners in a unique way. The partnership with LEADER suggests a focus on expanding Acronis’s reach within the Asia-Pacific region, a key growth market for cybersecurity solutions.

What we're watching

Channel Strategy
The success of the #TeamUp program hinges on Acronis’ ability to effectively leverage its distribution network, LEADER, to drive adoption of its cybersecurity solutions among MSPs.
Brand Perception
Whether Acronis can translate its motorsport sponsorships into tangible brand awareness and customer acquisition within the APAC region remains to be seen, given the high cost of such activations.
Competitive Landscape
The effectiveness of Acronis’ strategy will be tested as other cybersecurity vendors increasingly explore high-profile sponsorships to differentiate themselves in a crowded market.

Related topics

Cybersecurity